Have you seen that Toyota Venza commerical – you know – the one where the girl is worried about her parents’ social lives because of their lack of Facebook friends, when in reality they are out living life to the fullest?

As funny as it is, Toyota is pointing out a very common problem with social media.

Social media platforms such as Facebook and Twitter are about sharing information and creating or maintaining relationships. In order to use a platform to it’s potential, you must remember that real, face-to-face interaction is key to developing those relationships.

The same is true for businesses. It doesn’t matter if you have a million followers if they are never going to come to your store – but if you connect with the right target audience, get to know who they are, where they are and what they value, and continue to develop your relationship with them, they are likely to seek you out when they need what you have to offer.

I encourage you to utilize your accounts in a way where you are getting as much as you can out of them. How can you do this?

1. Get involved. You know those pesky Facebook Events that are probably dominating your page? Go through them and ask yourself if maybe this event could produce some valuable connections for you, or help you reconnect with key people – because you are your brand.

2. Don’t sell, but be a friend and resource. Many businesses join social media networks with no real plan, and simply use their accounts as a platform for promoting their goods or themselves. This is not social media. This is advertising. Would you walk into a picnic and start peddling your merchandise or bragging to your neighbors? And if you did, would they want to be your friend?

3. Help out. Would you like to get more involved with a group or partner with another organization? See what their needs are, and if there is anything you can do to help. Share their blog posts. Retweet their messages. Donate to their causes. Chances are, they will return the favor.

4. Be approachable. Make it easy for people to reach you. Include your email, blog, website, Twitter name and Facebook profile on all your sites. Respond to those who reach out to you. In today’s world of technology, a living, breathing, interacting connection is a rare (and much appreciated) thing.

Social media is about building relationships – not staring at a computer screen or messing around on your smartphone all day – but getting in the loop and staying there. Going out and taking part in your community.

Is social media going to get you there all on its own? Probably not. But when utilized correctly, it can certainly help.